With the acceleration of high-quality development, social economy has entered the era of brand bonus. Quality standards, scientific and technological innovation, creative design, registered trademarks, intellectual property rights, patented technology and other elements constitute the intrinsic value of the brand. The development of enterprise brand economy can not be achieved by one or several elements alone or behind closed doors. All these elements must be integrated and used as a powerful lever to lead the upgrading of supply and demand structure.

brand is based on product, quality and taste. A brand should have the word-of-mouth recognition of consumers, and the premise of word-of-mouth recognition is the experience and feelings of consumers. The word-of-mouth recognition of products by consumers includes the recognition of interest value and emotional value in the process of consumption. Consumers or customers are the final confirmers of the brand, and they are the real "referees" and "arbiters" of the brand.

brand is a symbol of value in consumers' minds. Only by interacting, communicating, cooperating and winning with consumers, by purchasing and consuming, can producers or product suppliers leave a good impression on consumers, and will they become the fulcrum of brand birth. Only products rooted in the soul of consumers will become good brands, and they are expected to become inheritance brands. Throughout the century-old shop, it is based on the trust and recognition of users. Today, consumption power, especially consumption quality, has become an important consideration standard for the development of productive forces. Without consumption, there is no production; Without consumption, the labor and resources consumed in production will not be compensated, which means waste. De-stocking and de-capacity means to do customized production, order production and personalized production from both the supply side and the demand side, provided that it is based on information symmetry and big data support. In today's fierce competition for consumers, brands play an important role in leading consumption and promoting consumption. Therefore, brand is not only a force, but also a productive force.

brands need a third-party organization or platform for evaluation and certification. Third-party organizations should conduct all-round authoritative evaluation and certification from the perspective of justice, science, morality and the rule of law, so as to show their scientificity and credibility. The third-party evaluation and certification institution is a credit bridge between the manufacturer or supplier and the consumer client, and it is an important path for the supply side and the consumer side to recognize each other. Why "Wang Po sells melons and boasts herself" has been criticized because enterprises cannot be both athletes and referees, or because they lack sufficient credit, that is, the basis of trust and recognition. Evaluation and certification are professional behaviors and authoritative recognition based on objective standards and scientific attitudes. At present, some brand certification and credit certification in society are not mature enough, and even utilitarian behavior is large enough to become a benchmark or yardstick, which needs the overall planning and effective supervision of the government, law, ethics and professional institutions.

the brand should be spread through the media, and it should be "widely advertised". Although the brand can't be "smashed" by advertisements alone, and some people do think that the brand is smashed by advertisements, so it is a big mistake to equate advertisements with brands. However, brands are not "made" behind closed doors. It is not advisable to exaggerate advertising or deny its function. In the past, there was a saying that "the fragrance of wine is not afraid of the depth of the alley", but in today's era of mobile Internet big data, the fragrance of "wine" should be "moved out" from the depths of the alley to let more customers know and experience it, otherwise it will either lose the market or be replaced by better products or brands. Whoever ignores this will fall behind and even "fall".

approval generates word of mouth, evaluation generates public trust, and advertising generates popularity. Recognition is the foundation, evaluation is the guarantee, and advertising is the thrust.

brand training is based on * * *, which is based on individuality and innovation. Brand building follows the brand road, which means brand building has its own regularity and universality. Brand covers all fields of industry and runs through the whole process of design, production, circulation and service, and needs the support of system, science and technology, humanities and quality.

the basic elements of a brand are quality, technology, standards, culture and reputation; The basic components of a brand are quality, taste and character; The basic spirit of the brand is the spirit of model worker, craftsman and entrepreneur. Brand building takes innovation as the soul, science and technology as the support, quality as the life, intellectual property as the core, capital as the support, credit as the link and talent as the foundation.

brand tempering not only follows the way of brand * * *, but also is based on personality and its innovation, thus forming its brand taste and positioning.

first of all, any real brand has its inherent stipulation, which is manifested in the differences, uniqueness and uniqueness among brands. Brand is an organic coupling of various factors, which constitutes the external and internal factors of a unique brand and their internal diversity relations, and is the real internal cause of the brand's unrepeatability.

Secondly, any real brand has condensed and accumulated its unique brand culture. Entrepreneurs' thoughts, values, wisdom, culture, cultivation, courage and personality all have an important influence on the birth, incubation, cultivation and construction of corporate brands, which are different among different entrepreneurs. This also explains why the brand reputation and popularity of similar enterprises are different, and its essence lies in the difference between entrepreneur's thought and wisdom; At the same time, it also explains why the same enterprise, run by different entrepreneurs, will have very different results.